United Arab Emirates residents quickly acclimatised to the new normal brought about by the pandemic, and malls continued to be busy sources of entertainment when lockdowns lifted, albeit with a clear trend towards reduced spending and trading down. There are middle class jitters, even among those who still have a steady income, who are now trading down and looking for value for money, substituting premium for mass.
Competition in the mass segment of beauty and personal care is growing, as new players from China, India and Turkey enter the market or expand their footprint. Mass brands have responded to this increased competition by focusing on new promotional strategies using local influencers to promote their brands and products in Arabic language on social media.
Prior to the pandemic, there was a rapidly emerging trend whereby more niche products were gaining in popularity. In fact, in 2018 and 2019, the industry was buzzing that “niche is the new mass”.
Euromonitor’s Lifestyles Survey 2020 found that 23% of global respondents bought products and services from purpose-driven brands/companies, while 65% tried to have a positive impact on the environment through their everyday actions. This is a trend that is on the rise in the United Arab Emirates, with its global mix of expats from around the world.
One of the more interesting developments in mass beauty and personal care is the ease of buying through the popular grocery app InstaShop. For example, it is possible to order from Kiko Milano and NYX Professional Makeup through the grocery app, and to choose from a range of colour cosmetics, skin care, beauty tools and accessories, which can be delivered alongside standard groceries.
The forecast period is expected to see the continuing trend towards South Korean skin care brands as consumers in the United Arab Emirates remain receptive to all things related to this vibrant, trend-setting country, especially beauty and personal care. Mass Asian brands have entered the market relatively recently and are growing fast.
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Mass Beauty and Personal Care
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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